The Consumer Preference Research Of Geely Mini Automobile From The Differentiation Of Perspective

As Chinese economy continues growing, it spurred the development of China automobileindustry’s explosive. Especially in the automobile field, as the family car, the popularity ofpersonal car, domestic car market of enormous potential brands and multinational brands becomemore competitive. Car product pricing information heard in every direction, new products, newstyle, new brands go to market. Automotive product is a kind of typical variation characteristicsof the product, differentiating features distinct product market research, if you ignore theheterogeneity of products, so that research findings are often not reliable. In addition, at thepresent stage in China’s auto market, share the highest, fastest and most potential for growth ofthe market is the Chinese family car market. To this end, the paper application of conjointanalysis, from the perspective of product differentiation on the local brand lucky family carproduct attribute analysis and research on consumer buying preferences system.This thesis is based on research topics of different research purposes were built a differentmodel of consumer choice. If only the car product properties, studies have found that car fuelconsumption, vehicle dimensions, acceleration product properties such as brand, the trunk spaceof origin and the difference in price will affect consumers a selection of major brands; Car fuelconsumption of products in the internal product properties such as width, vehicle dimensions,and the difference in price will affect consumer choice on the car.Then the thesis analysis consumer preference by investigation, and made corresponding ofexplained, respectively from groups results, groups property importance, individual results,individual property importance, Geely mini car products analysis on the difference and marketshare six aspects for has more analysis, then forecast the welcomes of products in car market,ithas corresponding Geely mini car of new products development, and brand operatingmanagement, and price policy, all aspects of products operating provides has strong of decisionpursuant.